In advertising, creativity is the lifeblood that breathes vitality into campaigns, turning mundane products into memorable experiences. Behind every compelling advertisement lies an intricate creative process orchestrated by advertising agencies. 

Here at PGN Agency, one of the most experienced advertising agencies in Detroit, also understand that creativity is the key to unlocking the potential of even the most ordinary products. We consistently demonstrate our ability to transform these products into unforgettable and engaging brand experiences. 

In this blog, we will explore how our team uses our creativity – from the inception of ideas to the execution of advertising campaigns. We will also dive into the indispensable role of creative teams and how we assist you with your marketing and advertising needs. 

What is the creative process at an advertising agency?

Briefing And Research

The creative process typically kicks off with a client brief or questionnaire. This foundational step is necessary to start the creative journey. Our team collaborates closely with managers to dive deep into the client’s goals, audience, and unique selling propositions. We aim to develop a profound understanding of the client’s brand identity, its history, and its place in the market. Our team must understand our client’s problems in order to offer the best solution. 

Extensive research then follows as the team strives to unearth valuable insights into market trends, consumer behavior, and emerging industry dynamics. This research phase is essential for crafting campaigns that not only resonate with the target audience but also have the potential to stand out amidst the noise of the advertising world.


The brainstorming session is where the enchantment of creativity begins. Ideas come forward, communication flows, and plans come to fruition. Brainstorming sessions are playgrounds for creative thinking, where even seemingly extraordinary ideas are welcomed (and encouraged)! 

Concept Development

After brainstorming, a few select concepts will emerge for our creatives. These concepts serve as the blueprint for the campaign’s foundation. The next crucial step is to refine and mold these concepts into workable campaign ideas.

This is where strategy meets creativity. Our creative team at PGN Agency, one of the best advertising agencies in Detroit, MI, evaluates each concept – ensuring that it aligns seamlessly with the client’s objectives and resonates harmoniously with the target audience. We consider the campaign’s tone, messaging, and emotional appeal. It’s a delicate balance of artistic inspiration and strategic thinking, where concepts evolve into fully-formed creative strategies.

How do you make a creative idea come to life?


When the campaign concepts crystallize, it’s time to breathe life into them through copywriting. Copywriters craft compelling narratives, selecting the perfect words and phrases to convey the campaign’s core message. Whether preparing captivating headlines, catchy slogans, or persuasive blogs or captions, copywriters are the wordsmiths responsible for sharing the campaign’s story.

These words communicate the message and encapsulate the brand’s personality, values, and identity. It’s a delicate dance between artistry and persuasion, where every word must resonate with the target audience while remaining authentic to the brand.

Graphic Design

In tandem with the copywriters, graphic designers wield their creative power to translate words and ideas into striking visuals. They are the architects of visual appeal by crafting logos, illustrations, layouts, and more that captivate the audience’s gaze. Every design element must be aesthetically pleasing, align seamlessly with the company’s brand, and resonate with the campaign’s demographic.

Graphic designers, especially those at PGN Agency, pay meticulous attention to color palettes, typography, and imagery, ensuring that every visual component communicates the campaign’s essence. The fusion of design and message makes an advertisement visually stunning and emotionally resonant.

Bringing Ideas To Life

With the creative vision firmly in place, the campaign moves into production. This is the hands-on part of the creative process where photographers, videographers, designers, and the client get to collaborate.

Whether a standout social media campaign, shooting captivating videos, or printing high-quality graphics, the production phase at PGN Agency, one of the best advertising agencies in the Detroit metro area, turns abstract concepts into concrete content. It involves careful coordination, resource management, and the tireless dedication of professionals who transform creative ideas into reality.

Testing And Optimization

Rigorous testing and optimization are paramount before the campaign sees the light of day. This is where the campaign’s effectiveness and user experience are fine-tuned to perfection.

A/B testing allows for comparing different campaign elements to determine which resonates most effectively with the audience. User testing provides valuable insights into the campaign’s usability and user-friendliness. Quality assurance ensures that the campaign functions flawlessly across various platforms and devices.

This meticulous attention to detail in the testing and optimization phase ensures that the campaign meets its objectives and resonates with the audience, setting the stage for its successful launch.

What are the different creative roles at an advertising agency?

Creative Directors

Creative directors are the visual maestros of the creative team. They hold the reins when it comes to overseeing the visual aspects of the campaign, ensuring that the design elements seamlessly align with the campaign’s overarching concept and the brand’s identity. Their role extends beyond aesthetics; they bridge the creative vision and its tangible visual manifestation. Creative directors meticulously curate color palettes, typography, imagery, and layout to create visuals that capture attention and evoke the desired emotional response in the audience.

Creative directors possess a keen eye for detail and aesthetics, and their expertise ensures that every visual element, from a logo to an advertisement layout, is a visually striking embodiment of the campaign’s essence. Our wonderful creative director at PGN Agency is none other than Ka Vang! 


As mentioned earlier, copywriters are the wordsmiths of the creative team, wielding the power of language to craft persuasive and compelling content that conveys the campaign’s message and tone. Their work extends beyond merely putting words on paper; it encapsulates the brand’s personality, values, and identity in every sentence and paragraph.

These wordsmiths understand the nuances of language, employing their mastery to create headlines, slogans, taglines, and compelling narratives that resonate deeply with the target audience. Copywriters are not just storytellers; they are the campaign’s voice, shaping perceptions, driving emotions, and influencing consumer behavior. The woman behind the words at PGN is Amber Koenigsknecht! 

Graphic Designers

Graphic designers are the visual alchemists responsible for creating the tangible visual elements that enhance the campaign’s visual appeal. Whether crafting logos, illustrations, infographics or designing layouts, their work is a fusion of artistry and functionality.

Graphic designers at PGN Agency, one of the best advertising agencies in the Detroit metro area, ensure the campaign’s visual elements align with the concept and captivate the audience’s gaze. Their expertise extends to understanding design principles, including balance, contrast, harmony, and hierarchy. Every element they create contributes to the overall visual impact of the campaign, creating a cohesive and visually appealing narrative. At PGN Agency, Nikki Johnson can be found creating designs for both print and digital pieces!

Account Managers

Account managers are the logistical masterminds of the creative process. They handle the practical aspects of campaign production, meticulously managing budgets, schedules, and resources to ensure everything runs seamlessly. Their role is pivotal in bringing the creative vision to life as they coordinate the efforts of various specialists, from photographers to videographers.

Managers are here to bridge creative ideation and execution, ensuring the campaign’s efforts align with its clients vision. Their attention to detail, organization, and problem-solving skills ensure that the campaign stays on track, adheres to timelines, and remains within budgetary constraints. Our account manager and new business developer at PGN Agency is our friend, Jeff Berres.

Let’s put your ideas into action!

The creative process in advertising is a journey where ideas evolve into captivating campaigns. From the initial idea to the crafting of a creative vision to the execution, each step is a testament to the collaborative efforts of talented professionals who transform concepts into compelling realities. This process blends art, strategy, and innovation, continuously shaping how audiences perceive and connect with brands and products. It’s the alchemy of creativity that leaves a lasting impression in the world of advertising.

Feel free to contact us at PGN Agency, one of the best advertising agencies in the metro-Detroitarea, and let us breathe life into your brand, creating memorable and impactful campaigns that resonate with your target audience and drive your business to new heights. Shoot us a message on Facebook or inquire online today!